Go to MrWeb's article: Vidmob Partners to Add Creative Analytics to MMM
In MrWeb's article, Vidmob Partners to Add Creative Analytics to MMM, the piece highlights Vidmob's partnership with Objective Platform to integrate creative data into Marketing Mix Modeling (MMM). The article explores how this collaboration aims to provide marketers with a comprehensive view of their marketing investments, including creative quality. By incorporating Vidmob's creative quality scores into Objective Platform's advanced MMM framework, brands can now quantify the impact of creative execution on key business outcomes. This integration addresses the traditional gap in MMM, where creative elements were often overlooked despite being significant drivers of ad performance.